Vertster - MarketingSherpa Webinar Part 1
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Transcript of Vertster - MarketingSherpa Webinar Part 1
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Top 5 Ways to Increase Landing Page Conversion Rates
Scott MillerPresident & FounderVertster
April 22nd, 2008
Stefan TornquistResearch DirectorMarketingSherpa
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Data Sources
1. Surveys of over 6,000 Marketers2. Surveys of End Consumers & Biz Execs3. Lab & Usability Tests4. Research Partnerships 5. Sherpa Exclusive Case Studies – 800+
Research Drawn From:
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The Landing Page Funnel
© 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
Visitors who briefly glance at the page then click away… average time spent: 4 seconds.
Visitors who give the page a chance, but click away.
Visitors who start to convert, but don’t finish.
Conversions
Incoming visitors to your landing page
Research Drawn From:
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The Landing Page Funnel
© 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
Visitors who briefly glance at the page then click away… average time spent: 4 seconds.
Visitors who give the page a chance, but click away.
Visitors who start to convert, but don’t finish.
Conversions
Incoming visitors to your landing page
Research Drawn From:
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Landing Page Tests That Work
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
Conversions
Tests ConductedBetter Holding
steady Worse
PPC Search Dynamic Changes
68.2% 12.0% 9.2%
Registration forms tweaked62.9% 14.3% 9.8%
Creative elements tested61.0% 14.1% 11.0%
SEO-landings optimized60.1% 13.6% 11.6%
Mobile email clicks optimized56.2% 12.8% 7.9%
None of the above20.9% 12.4% 20.2%
Research Drawn From:
6© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
#1. Dynamic Page Elements
Research Drawn From:
7© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
#2. Registration Form Tests
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Buttons
Research Drawn From:
9© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
#3:Creative Elements
Creative Rule of Thumb:
Make eyeflow easier …reduce friction
Research Drawn From:
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Tracking Eyeflow
Research Drawn From:
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Tracking Eyeflow
Research Drawn From:
12© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
Eyeflow and Typeface
Oh and by the way, if your type is colored anything but black (and blue for hotlinks) people will have a harder time reading it. This is a Verdana 12, bigger than that used on most sites, in a dark gray. Very popular in the blog world.
Why do art directors love white type on a black background so much? Is it because they don't read words on the page so they don't expect anyone else to either? Unfortunately, conversions require more than hip-looking graphics. Ok, sometimes hip graphics work.
Can you read this typeface? Sure, but only because it’s blown up in PowerPoint. The average person over 40 won’t have an easy time in the real world. Yet it’s still one of the most popular font/size combinations online – Verdana 10pt.
Hello and welcome to my lovely headline, which might impress you tremendously
except for the fact that it's centered, so no one can read it .
Research Drawn From:
13© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
#4. SEO Landings Optimized
Research Drawn From:
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Only 19%, but…
#5. Re-Design for Mobile
Research Drawn From:
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Re-Design for Mobile
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
Research Drawn From:
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Mobile Version
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
Research Drawn From:
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If You Can Do Nothing Else… Budget for Analytics and Testing
44% Don’t measure LP test results40% Only test at launch & leave
forever16% Don’t share test results w/
agency
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
Research Drawn From:
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Biggest Tip: Measure Landing Pages Based on Final KPIs (Not Interim Clicks)
Alternate LPs Tested August 2007
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
Research Drawn From:
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Results: Winner
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
Research Drawn From:
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MarketingSherpa Second Edition Landing Page Handbook
For instant download plus printed copy:
(and we’ll Priority Mail you a printed-and-bound copy within 24 hours)
Special Vertster Offer
Save $100 When You Download Your Copy Instantly
21© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
22© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
23© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
24© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.